Jim Lahey, James Beard Award winner and creator of the No-Knead Bread recipe popularized by The New York Times, founded his Sullivan Street Bakery in 1994. Since then it’s expanded to multiple locations and a thriving wholesale business. Like the bakery itself, its new visual identity is unpretentious but elevated, pulling inspiration from industrial signage and ironwork.
We used an unexpected combination of typefaces from different time periods to feel like “Everyday New York.” The workman typefaces News Gothic and Helvetica evoke undesigned signs while Caslon Graphique references a 1970s version of fancy.
Weathered Art Deco building signs, out of date subway posters, manhole covers, acrylic signs for red sauce joints. That’s the New York we love and want to be a part of it.